Note : Les descriptions sont présentées dans la langue officielle dans laquelle elles ont été soumises.
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PACKAGING WITH CONTINUING LABELS
FIELD OF THE INVENTION
The present invention is directed to a package comprising a
continuing label. More particularly, the present invention
is directed to a package comprising a continuing label that
has at least one portion that is a continuation of a label
on an adjacent, and preferably, complementary package. The
package of this invention preferably can stand right side
up and upside down, is preferably squeezable and creates a
billboard or poster-like appearance when displayed in a
group.
BACKGROUND OF THE INVENTION
Packages, like bottles, and especially translucent bottles,
are used to present to the consumer a variety of household
products, especially food products. Manufacturers of such
bottles, for example, often attempt to improve gripping
means of the bottles to ensure that the bottles do not fall
out of the consumers' hands during use. Also, manufacturers
of bottles often concentrate on product evacuation from the
bottle so that product is not wasted at the time the bottle
is discarded or recycled.
Other manufacturers focus on marketing techniques for
individual packages. For example, individual bottles have
been shaped like animals, cartoon characters and drinking
glasses so that they may be used and/or displayed after
being emptied.
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Labeling is also another means for enhancing the marketing
appeal of packages. Unfortunately, however, marketers
typically focus on package labels individually, and such
labeling has a limited impact on catching consumer
attention.
It is of increasing interest to develop a packaging and
labeling system that will be exceptionally attractive to
consumers. This invention, therefore, is directed to a
package comprising a continuing label that has at least one
portion that is a continuation of a label on an adjacent,
and preferably, complementary package. The package of this
invention is suitable to stand right side up or upside down
(and preferably both right side up and upside down), is
ergonometric, and creates a billboard or poster-like
appearance when displayed in a group.
ADDITIONAL INFORMATION
Efforts have been disclosed for making packages. In U.S.
Patent Nos. DES 416,199, DES 507,748, 3,537,498, 5,156,285
and 5,350,078, bottles suitable for gripping are disclosed.
Other efforts have been disclosed for making packages. In
U.S. Application, Publication Nos. 2003/0031851 Al and
2003/0075521 Al, bottles for consumer products are
described.
Still other efforts have been disclosed for making
packages. In U.S. Application Publication No. 2004/0232023
Al, an asymmetric package that creates an illusion of
animation is described.
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None of the additional information above describes an
ergonometric package comprising a continuing label that has
at least one portion that is a continuation of a label on
an adjacent package.
SUNIlKARY OF THE INVENTION
In a first aspect, the present invention is directed to a
package that is easy to grip and ergonometric, the package
comprising:
(a) a body; and
(b) a continuing label on the body
wherein when the package is displayed in a group of
packages comprising continuing labels, the group creates a
billboard or poster-like image.
In a second aspect, the present invention is directed to a
method for marketing products with the package of the first
aspect of this invention.
Squeezable is defined to mean suitable to be squeezed or
compressed by a human hand so that consumer product may be
removed or evacuated therefrom. Package, as used herein, is
defined to mean a container suitable to contain consumer
products whereby such a container is not limited to any
shape or size and can comprise, for example, metal, glass,
plastic or paperboard. Ergonometric, as used herein, is
meant to mean easy to grab and hold with the hand.
Continuing label, as used herein, is defined to mean a
label that has at least one portion that continues from or
connects with a label on an adjacent package.
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Complementary, as used herein, means having a curve or
portion that completes or contributes to a group to make a
whole, and not simply a square or rectangular shaped object
sitting adjacent to another square or rectangular shaped
object. Billboard or poster-like means a picture or
advertisement that is larger than a label on an individual
package. On the body is defined to mean on the inner or
outer surface of the package and/or impregnated within the
material used to make the package.
BRIEF DESCRIPTION OF THE DRAWINGS
The subject matter which is regarded as the invention is
particularly pointed out and distinctly claimed in the
concluding portion of the specification. The invention,
however, may be best understood by reference to the
following description taken in conjunction with the
accompanying drawing figures in which:
Figures 1 and 2 depict illustrative packaging suitable for
use in this invention;
Figure 3 depicts a group of illustrative packaging having a
logo, marketing emblem or slogan and a continuing label
that creates a billboard or poster-like appearance; and
Figure 4 depicts a group of illustrative packaging suitable
for use in this invention having an up and down pattern for
display.
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DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS
There is no limitation with respect to the type of package
that may be used in this invention other than that the
5 package is one which is suitable to contain a consumer
product, and especially, a food product. Such a package
typically comprises metal, glass, paperboard or plastic.
In a preferred embodiment, however, the package of the
present invention is a squeezable plastic comprising
polyethylene, polypropylene, polyethylene terephthalate,
ethylene-vinyl alcohol, combinations thereof, or the like.
In an especially preferred embodiment, the package of the
present invention is a bottle comprising polypropylene
wherein the bottle is equipped with a cap suitable for a
squeeze bottle, able to stand right side up and upside
down, and asymmetric.
The consumer products suitable for use with the package of
this invention include hair care products, skin care
products, soap, detergents, beverages and food products.
The preferred products suitable for use with the package of
this invention are food products like mayonnaise, tartar
sauce, salad dressings, cheese condiments, mustard,
ketchup, relish, margarine and dipping sauces. The most
preferred products suitable for use in this invention are
food products made commercially available by Unilever under
the Hellmann's and/or Knorr brand names.
As to the labeling employed in this invention, the same
comprise at least one portion (preferably two) that is a
continuation (i.e., connects with) of a label on an
adjacent package. The "puzzle-like" connections made by the
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continuing label of this invention contributes to the
billboard or poster-like image created when displaying a
group of packages made according to this invention.
It is particularly noted that there is no limitation with
respect to how the label is applied to the package other
than that the label can withstand package shipping
conditions and not contaminate any food compositions
present within the package. Illustrative and non-limiting
examples of the type of continuing label that may be
used/applied in this invention include those which are
shrink-wrapped, etched on, painted on, glued on with an
adhesive or impregnated within the material used to make
the package (which is preferably at least translucent, and
most preferably, transparent).
Typically, at least 30% of the total area of the external
surface of the package of this invention is covered with
label, and preferably, from about 40% to about 60%, and
most preferably, from about 65% to about 90%, including all
ranges subsumed therein. In an especially preferred
embodiment, the continuing label is a shrink-wrap label.
Turning to the Figures, Figure 1 shows illustrative (label
free) packaging suitable for use in this invention and in
the form of two complementary bottles l0a and lOb. For
illustrative purposes only, the complementary bottles l0a
and lOb (which preferably are identical) are both shown
standing right side up and resting on their bottoms 10a1
and lObl, respectively, whereby complementary bottle 10a
has a front surface 10a3, a back surface 10a5, and
preferably, a cap 10a7, and complementary bottle lOb has a
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front surface 10b3, a back surface lOb5, and preferably, a
cap 10b7.
Joint 12 is formed by upright convex surface 14 on
complementary bottle l0a and upright concave surface 16 on
complementary bottle 10b.
Turning to Figure 2, shown are complementary bottles 10a
and lOb with complementary bottle l0a resting on its bottom
10a1 and complementary bottle lOb resting on its cap 10b7.
Front surface 10a3 is positioned as described in Figure 1;
however, front surface 10b3 as shown in Figure 2 is
reversed (i.e., occupying the position of back surface 10b5
of Figure 1) and inverted on bottle lOb.
Joint 12' is formed by upright convex surface 14 of
complementary bottle l0a and invented concave surface 16'
on complementary bottle lOb. It is within the scope of this
invention for two complementary bottles to be side-by-side
and inverted so that the bottles are adjacent and resting
on their respective caps to create a joint consisting of
two inverted surfaces (demonstrated in Figure 3 at Joint
12" ) .
Turning to Figure 3, shown is a package group 18 of
illustrative complementary bottles lOc and 10d that
comprise continuing labels 20c and 20d in the form of, for
example, shrink-wrap labels. Continuing labels 20c have
upper continuing portions 22 and lower continuing portions
24. Continuing labels 20d have upper continuing portions
26 and lower continuing portions 28. Upper continuing
portion 22 can continue from or connect with lower
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continuing portions 24 at connecting gap 30, and/or lower
continuing portion 24 can continue from lower continuing
portion 28 at connecting gap 32. Upper continuing portion
26 can continue from lower continuing portion 28 at
connecting gap 34. The billboard or poster-like appearance
created in package group 18 is a collective result of the
formation of connecting gaps 30, 32, and 34, the formation
of joints 12, 12' and 12" and the collective display of
optional graphics (for example, logos and emblems) on the
labels.
Figure 4 shows a package group 18' being displayed in an
illustrative and often preferred two up (A) and two down
(B) pattern.
In an especially preferred embodiment, the labels (e.g.,
shrink-wrap labels) applied to the packages of this
invention are identical and the continuing portions are
created when the labels are applied to the packages in
their right side up and/or upside down orientations.
